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Types of Google Ads: What You Need to Know

Types of Google Ads, Google Ads, Google Ads Services

In digital era, advertising is important factor as the businesses require to reach masses. Google Ads (now, it's Google Adwords), is a venue with so much power that small, medium and probably big businesses can use it to put their products or services in the sight of potential customers. Understanding the multiple types of Google ads and understanding the why selecting each of them benefits the company while at the same time puts some limitations on their online presence and conversion rate is very critical to companies whose objectives is to gain a strong online presence and conversion rate.

Introduction to Google Ads

Google Ads is the internet advertising service which was created by Google and on which companies can build ads that are viewed by users through the search network, display network, YouTube, and other platforms. Google Ads lets the enterprises target specific demographics, locations, and interests. So this tool is very flexible and effective.

Also Read:- What Are Google Ads & How It Works?

Google Ads Services

Google Ads provides a selection of services designed to satisfy different needs, for example, search, display, video, shopping, and app ads. For each type of ad, there exists certain goal and possibilitites, which, being different, offer great opportunities for businesses that want to advertise their goods or services.

Types of Google Ads

1. Search Ads

Search ads are text-based ads that appear on Google's search engine results pages (SERPs). These types of ads work when a certain keywords are entered by users into search engines, which in return allows the ads to appear before these potential customers who are actively looking for that specific products or services.


  • Keyword targeting for precise ad placement
  • Ad extensions to provide additional information
  • Cost-per-click (CPC) bidding model for control over ad spend


  • High-intent audience targeting
  • Increased visibility on search engine results pages
  • Measurable return on investment (ROI) through conversion tracking


  • Competitive keyword bidding can increase costs
  • Limited visual appeal compared to other ad formats

Also Check:- How to Conduct Keyword Research for Google Ads Campaign?

2. Display Ads

Display ads are a type of visual ad that either appear as banners or texts on websites in relevant Google's Display Network that includes millions of websites and apps. These ads are aimed at inclining the audience to click on the ads beyond the search engine results which will increase the reach of the business.


  • Advanced targeting options based on demographics, interests, and behavior
  • Various ad formats including images, videos, and interactive ads
  • Cost-per-thousand-impressions (CPM) or cost-per-click (CPC) pricing models


  • Extensive reach to diverse audiences
  • Visual appeal with rich media formats
  • Remarketing capabilities to re-engage past visitors


  • Ad blindness due to banner ad fatigue
  • Lower click-through rates compared to search ads

3. Video Ads

Video ads are displayed on YouTube and across the Google Display Network. Businesses can run in-stream ads (played before, during, or after videos), discovery ads (appearing in YouTube search results and related videos), or bumper ads (short, non-skippable ads).


  • Targeting based on demographics, interests, and viewing behavior
  • Various ad lengths and formats to suit different campaign goals
  • Cost-per-view (CPV) or cost-per-thousand-impressions (CPM) pricing models


  • Engaging storytelling through video content
  • Enhanced brand visibility and awareness
  • Access to a massive audience on YouTube


  • Higher production costs for quality video content
  • Skippable ad format may impact view rates

4. Shopping Ads

Shopping ads, also known as Product Listing Ads (PLAs), allow businesses to promote their products directly within Google's search results. This type of ads include places for the businesses' designations along the products' images and prices that make them suitable for e-commerce business propaganda.


  • Product feed integration for automatic ad updates
  • Showcase multiple products in a single ad unit
  • Cost-per-click (CPC) bidding with optional conversion tracking


  • Visual product representation to attract potential buyers
  • Qualified traffic with high purchase intent
  • Broad reach across Google Search and Google Shopping


  • Competitive landscape with similar products
  • Ongoing product feed maintenance required for optimal performance

5. App Ads

The ads of app communicate all the messages for the mobile apps to different Google platforms such as Google search, Google Play, YouTube and Google display network. These ads strive for app installations and engagement and ultimately sales.


  • Hitting these device types, user groups, and app tastes means that ads will show up on cue when a person is likely thinking about that product
  • Deep linking to specific in-app content
  • Cost-per-install (CPI) or cost-per-engagement (CPE) pricing models


  • Increased app visibility and downloads
  • User engagement and retention through app promotion
  • Tracking of app installation and in-app actions


  • Adapting to changing app store algorithms for visibility
  • Competition from numerous other apps in the marketplace


In conclusion, Google Ads presents a diverse set of advertising options that cater to a wide range of business objectives, making it an indispensable tool for digital marketing success.

By choosing the most suitable ad types and leveraging the platform's advanced targeting and measurement capabilities, businesses can maximize their online visibility and drive meaningful conversions, ultimately leading to business growth and success.

Overall, an informed and strategic approach to utilizing the different types of Google Ads can significantly impact a business's online presence and marketing performance.

Also Read:- Tips and Tricks to Improve Your Click-Through Rate in Google Ads Campaign

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